Express Oil Change & Service Center is a 30-plus year old automotive service provider with over 180 locations across ten southern states. Each location gives customers the quickest oil change around and has a full-service mechanical department staffed by experienced and certified mechanics who provide total car care through the use of state-of-the-art equipment and premium parts.
Based on their desire to aggressively grow their business, in 2011 the leaders of Express Oil Change engaged us to guide them, select franchisees and their agency in developing a Brand Strategy that would help them better understand Target Customers, their underlying needs and motivations, and their perceptions of the Express Oil Change brand and competitive brands. Most important was their desire to determine the relationship the Express Oil Change brand would have with Target Customers in the future.
Applying previously completed qualitative and quantitative research, we guided their leadership in discovering insights and creating a Brand Promise that was compelling, believable and distinct in order to fuel their growth plans.
Express Oil Change then acquired Tire Engineers, a regional full-service auto care brand. Similar to our work directly with the Express Oil Change brand, we were engaged to guide Tire Engineers in developing their Brand Strategy. Following this, we led an agency search and managed creative development for expressing the Brand Strategy into the marketplace.
Following our work with Tire Engineers, Express Oil Change acquired Brakes Plus, another regional full-service auto care brand. Once again, we were engaged to guide Brakes Plus in developing their Brand Strategy. And, following this, we once again led an agency search and managed creative development for expressing the Brand Strategy into the marketplace.
Initial Engagement:
- Ricky Brooks, CEO
- Josh Henderson, SVP Marketing
- Robert Campbell, SVP Operations
- Robert Patterson, VP, Franchise Support
- Don Frank, Operations Leader
- Ben Buchanan, Director of Process Implementation
- Shannon Taylor, Marketing Manager
- Anders Gustafson, Analyst
- Greg Gaskins, Franchise Owner, Kel-Tay Express
- Adam Fuller, Franchise Owner, Velocity Ventures
- John Pearson, Director of Marketing, Velocity Ventures
- Chad Stubs, Owner, Reflex Blu
- Russ Grimes, Creative Director, Reflex Blu
Tire Engineers Engagement:
- Ricky Brooks, CEO
- Neale Attenborough, Golden Gate Capital
- Josh Henderson, EVP, Marketing
- Robert Campbell, EVP, Operations
- Terry Emerson, SVP, Tire Operations
- Thomas Snowden, VP, Supply Chain
- Trey Cook, VP, Acquisitions
- Kent Feazell, EVP, Real Estate & Franchise Support
- Jason Ingram, EVP & CFO
- Nicole Self, Senior Marketing Manager
- Brian Wilhite, Senior Marketing Manager – Tires
- Christopher Davis, EVP, CIO
Brakes Plus Engagement:
- Josh Henderson, EVP, Marketing
- Robert Campbell, EVP, Operations
- Brenda Goentzel, Director of Marketing
- RJ Pisciotta, SVP Operations
- Steve Ribble, RVP of Operations
- Mike Leonard, RVP of Operations
- Ted Lawall, Director of IT
- Kaci Foultner, Digital Marketing Specialist